PENGARUH MEDIA SOSIAL TERHADAP NIAT PEMBELIAN DENGAN DIMEDIASI OLEH MOTIVASI EGOISTIK, MOTIVASI ALTRUISTIK, SIKAP, DAN NORMA SUBJEKTIF

Hartanto, Andrian Jeremy (2022) PENGARUH MEDIA SOSIAL TERHADAP NIAT PEMBELIAN DENGAN DIMEDIASI OLEH MOTIVASI EGOISTIK, MOTIVASI ALTRUISTIK, SIKAP, DAN NORMA SUBJEKTIF. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Produk ramah lingkungan merupakan produk yang tidak berbahaya bagi manusia atau lingkungan, serta yang menggunakan sumber daya pengolahan yang tidak boros, limbah yang tidak berlebihan, dan bebas dari kekejaman terhadap hewan. Penggunaan media sosial dalam kegiatan pemasaran ramah lingkungan merupakan variabel yang digunakan untuk menentukan bagaimana pengaruhnya terhadap niat pembelian konsumen terhadap barang-barang ramah lingkungan. Berdasarkan hal tersebut, terdapat variabel sikap, motivasi altruistik, motivasi egoistik, dan norma subjektif konsumen sebagai variabel mediasi. Tujuan dari penelitian ini adalah untuk mengadopsi model teoritis yang digunakan untuk mengeksplorasi pengaruh media sosial, motivasi, sikap, dan norma subjektif terhadap niat pembelian produk shampoo Love Beauty and Planet. Penelitian ini menggunakan metode kuantitatif dan teknik pengumpulan data melalui penyebaran kuesioner elektronik. Pengambilan sampel dalam penelitian ini menggunakan teknik non-probability sampling dengan metode purposive sampling. Data diolah dan dianalisis menggunakan metode analisis data Covariance Based-Structural Equation Modeling (CB-SEM) dengan aplikasi AMOS. Penelitian ini memiliki sepuluh hipotesis dan 9 hipotesis tersebut diterima, dan 1 hipotesis ditolak. Penelitian ini memberikan implikasi teoritis, implikasi manajerial, serta rekomendasi untuk penelitian di masa mendatang. / Eco-friendly products are products that are not harmful to humans or the environment, and that use processing resources that are not wasteful, waste is not excessive, and free from cruelty to animals. The use of social media in environmentally friendly marketing activities is a variable used to determine how it affects consumers' purchase intentions for environmentally friendly goods. Based on this, there are variables of attitudes, motivations, and subjective norms of consumers as mediating variables. The purpose of this study is to adopt a theoretical model that is used to explore the effect of social media, motivation altruistic, motivation egoistic, attitudes, and subjective norms on the purchase intention of Love Beauty and Planet shampoo products. This study uses quantitative methods and data collection techniques through the distribution of electronic questionnaires. Sampling in this study used a non-probability sampling technique with purposive sampling method. The data were processed and analyzed using the Covariance Based-Structural Equation Modeling (CB-SEM) data analysis method with the AMOS application. This study has ten hypotheses, and 9 hypotheses are accepted, and 1 hypothesis is rejected. This research provides theoretical implications, managerial implications, and recommendations for future research.

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